Marketing

Marketing is a dynamic, data-driven discipline that integrates product innovation, branding, consumer strategy and promotion. As a marketing major, you’ll gain the skills to anticipate market transformations and proactively respond to evolving customer needs. In today’s global economy, digital marketing and AI-driven tools are revolutionizing consumer connection. Marketers now lead with data, creativity and technology, powering everything from personalized campaigns to predictive consumer insights.

The Department administers the major for the B.S.B.A. degree, and there are two concentrations.

UNDERGRADUATE marketing Concentrations

Marketing

The Marketing concentration provides students with a strong foundation in marketing principles, consumer behavior, branding and digital marketing strategies. This program equips students with the skills needed to develop and implement effective marketing campaigns, analyze market trends and engage target audiences. Through hands-on projects, internships, and industry collaborations, students gain real-world experience to prepare for careers in advertising, sales, brand management and market research.

Digital/AI Marketing

The Digital/AI Marketing concentration prepares students to harness data for strategic decision-making and understand the influence of AI. This program combines core marketing principles with analytical skills, teaching students to interpret consumer data, measure campaign performance, and optimize marketing strategies. Through coursework in data analysis, digital marketing, and business intelligence, along with hands-on projects and industry partnerships, students gain practical experience in leveraging analytics for business success.

GRADUATE MARKETING PROGRAMS

The Department coordinates curriculum for the following concentrations in the MBA program.

Marketing
Innovation and Growth Strategies
Digital Marketing (for online MBA)

student organizations

American Marketing Association (AMA)

The UNC Charlotte American Marketing Association student chapter is primarily for business, communication, and marketing students. We’re an affiliated organization of the national American Marketing Association. Our mission is to serve as a forum to connect likeminded individuals, foster knowledge sharing, provide resources, tools and training, and support marketing practice and thoughtful leadership.